| dc.contributor.author | HAIKAL, REZA | |
| dc.date.accessioned | 2018-10-22T03:52:09Z | |
| dc.date.available | 2018-10-22T03:52:09Z | |
| dc.date.issued | 2018 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/22421 | |
| dc.description | Penelitian ini membahas tentang electronic word of mouth
terhadap purchase intention secara langsung dan tidak langsung
dengan brand image dan brand trust sebagai variabel mediasi
pada komunitas Mi Fans Yogyakarta.
Populasi dalam penelitian ini adalah seluruh anggota
komunitas Mi Fans Yogyakarta di aplikasi media sosial Telegram
berjumlah 1.300 orang. Teknik sampling yang digunakan dalam
penelitian ini adalah purposive sampling yaitu sampel diambil
sebanyak 180. Pegumpulan data menggunakan kuesioner dan
kemudian dianalisis dengan menggunakan uji statistic dengan
metode SEM (Structural Equation Modelling) dengan
menggunakan software AMOS 21.
Hasil penelitian menunjukkan bahwa electronic word of
mouth secara langsung berpengaruh signifikan terhadap purchase
intention, namun electronic word of mouth secara tidak langsung
melalui brand image dan brand trust tidak berpengaruh terhadap
purchase intention. Hal ini menunjukkan bahwa pengaruh
electronic word of mouth terhadap purchase intention merupakan
pengaruh langsung tanpa peran variabel mediasi.
Kata Kunci: Electronic word of mouth, Brand image, brand trust,
dan purchase intention. | en_US |
| dc.description.abstract | This study discusses electronic word of mouth on purchase
intention directly and indirectly with brand image and brand
trust as a mediating variable on Mi Fans Community in
Yogyakarta.
The population in this study are all member of Mi Fans
Community in Yogyakarta on social media application Telegram
with the total amount of 1.300 members. Sampling technique used
in this research is purposive sampling that is taken as 180
samples. The data were collected using a questionnaire and then
analyzed using a statistical test by SEM (Structural Equation
Modelling) using AMOS 21.
The result shows that the electronic word of mouth had
significant effect directly toward purchase intention, but
electronic word of mouth indirectly through brand image and
brand trust shows no significant influence toward purchase
intention. It indicates that electronic word of mouth on purchase
intention is direct influence without the role of the mediation
variable.
Keywords: Elcetronic word of mouth, brand image, brand trust,
and purchase intention. | en_US |
| dc.language.iso | other | en_US |
| dc.publisher | MM UMY | en_US |
| dc.subject | Elcetronic word of mouth | en_US |
| dc.subject | brand image | en_US |
| dc.subject | brand trust | en_US |
| dc.subject | purchase intention | en_US |
| dc.title | PENGARUH eWOM TERHADAP BRAND IMAGE DAN BRAND TRUST SERTA DAMPAKNYA TERHADAP PURCHASE INTENTION (Studi Kasus Pada Komunitas MI Fans Yogyakarta) | en_US |
| dc.type | Thesis | en_US |
